10 Tips to Get on the Inc 500: How Two Companies Did...

10 Tips to Get on the Inc 500:

How Two Companies Did It

Marketo

Content Marketing Institute

© 2012 Marketo, Inc.

Today’s Speakers

#Inc500Secrets

Jon Miller

VP Marketing and Co-Founder, Marketo Editor of Modern B2B Marketing blog

@jonmiller

Joe Pulizzi

Founder, Content Marketing Institute

@juntajoe

#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets

#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets

#365 1,021%

#78 3,545%

#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets

#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets

ABUNDANCE INFORMATION

#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets

Wide top of funnel

Nurture until ready

Engage optimally Measure and optimize

Content marketing

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

Search Engine Optimization

Lead Generation

Social Media

STORYTELLING

#RevEngine @juntajoe #Inc500Secrets

Deliver content at all the right stages of the buying process

to attract and retain customers.

Subscribers continually show positive behaviors

throughout the year - purchase, sharing, attending

web events, subscribing, etc.

#RevEngine @juntajoe #Inc500Secrets

SUBSCRIBER ($21)

Paid Events Paid Content

Consulting

Site & Event Sponsors Email Webinars

Magazine

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

A Rising Tide Lifts All Ships

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

Define Your Hit List of Influencers

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

• Last five years – over 300 different guest posts, interviews or webinars

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

The latest full-length books on the discipline of content marketing.

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

50,000 followers/fans

#RevEngine @juntajoe #Inc500Secrets

50,000 followers/fans

#RevEngine @juntajoe #Inc500Secrets

50,000 followers/fans

#RevEngine @juntajoe #Inc500Secrets

50,000

followers/fans

#RevEngine @juntajoe #Inc500Secrets

50,000

followers/fans

#RevEngine @juntajoe #Inc500Secrets

50,000

followers/fans

#RevEngine @juntajoe #Inc500Secrets

50,000

followers/fans

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

#RevEngine @juntajoe #Inc500Secrets

Get Uncomfortable:

If you don’t feel like

you are going to run off

the road, you are not

driving fast enough.

http://taylordowns.com

How Marketo Does It

#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets

Highly Efficient Revenue Engine

• 85% of revenue sourced by marketing

• Sales time spent selling = higher quotas

CAC Productivity

SaaS Average

#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets

Staffing for Success

CMO (~45 heads)

Product / Customer Marketing

Content Top-of-Funnel

(TOFU)

Inbound / Social

Corporate Communications

Demand Gen

Middle-of-Funnel (MOFU)

Nurture / Score

Sales Development

Field Marketing

Alliances / Ecosystem

Operations

• ~7 FTE dedicated to Content, Inbound & Social

• Founder serves as “Managing Editor”, strategist, and evangelist

• Demand Generation done locally in the “field” (~11 FTE)

• Demand Center for Operations and best practices (~6 FTE)

#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets

But who is dancing? AT THE DANCE

#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets

Lead Nurturing Relevance

1. BUYING STAGES • Early / Mid • Late (Opportunity) • Customer

2. PERSONA • Molly Marketer • Sam Sales • Jack Executive

Get The “Definitive Guide to Lead Nurturing”

http://bit.ly/DGtoLN

3. DYNAMIC CUSTOMIZATION • Industry Wrappers • Size Specific Examples • Localization

4-1-1 cadence

for content

#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets

A Framework for Lead Scoring

Explicit What the prospect tells you

Inferred What you observe or infer

Fit Are you inter-ested in them? Positive + Negative Factors

• Demographics (title)

• Firmographics (size)

• Data append

• Data quality

• Corporate email

• Geo Location

Interest Are they inter-ested in you?

• BANT • Behaviors (engagement)

• “Act Now” behaviors

Get The “Definitive Guide to Lead Scoring”

http://bit.ly/DGtoLS

#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets

Lead Scoring - Examples

• Early stage content: +3 • Late stage content: +12 • Attend webinar: +5 • Visit any webpage: +1 • Visit careers pages: -10 • Searches for Marketo: +8 • Three website visits: +10

• Marketing Title +2 • Director/Executive +1 • Uses Salesforce.com +3 • Customer of Competitor +2 • Target Industry +3

• Generic Email Domain -1 • Bad Job Title -4

(intern, consultant, student unemployed, self, etc.)

• Missing Email -10

#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets

Prioritizing Sales Time

• Free Trial form • Contact Me form • Visited the detailed

pricing page

𝐒𝐨𝐫𝐭 = 𝑩𝒆𝒉𝒂𝒗𝒊𝒐𝒓 + 𝑵𝒆𝒕 𝑫𝒆𝒎𝒐𝒈𝒓𝒂𝒑𝒉𝒊𝒄 ×𝑩𝒆𝒉𝒂𝒗𝒊𝒐𝒓

𝟏𝟎

• Viewed weekly live demo • Viewed deep dive demo • Viewed demo on AppExchange • Request live demo

Proving — and Improving —

Marketing’s Impact on Revenue

#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets

Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics

#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets

Example: Multi-Touch Attribution

Screenshot: Marketo Revenue Cycle Analytics

#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets

Revenue Cycle Modeler

Screenshot: Marketo Revenue Cycle Analytics

#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets

Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.

Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity

Trends over time

SLA violations

Screenshot: Marketo Revenue Cycle Analytics

#RevEngine @juntajoe #Inc500Secrets

1. Find your content niche!

2. Know your number (call to action).

3. More bricks, less feathers.

4. Take seriously the idea that you NEED TO BE the leading informational provider in your niche.

5. Help create rock stars!

#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets

Key Takeaways

1. The way buyers buy has changed forever – the way we market and sell must change as well

2. Invest in marketing to make sales more productive

3. Develop relationships with 81% prospects that aren’t yet to buy (123 day average)

4. Fit and interest are required for “win-ready” leads

5. Use analytics to turn marketing from a cost center into a revenue driver

Questions?

Jon Miller @jonmiller

jon@marketo.com

Joe Pulizzi @juntajoe

joe@contentinstitute.com